Home > All articles  Your advertisement here   Baby Boomers Pose Challenges to Auto Marketers Baby boomer Ray Daniels has experienced a lot in his 64 years. He remembers the days of civil rights marches and "swinging it" in the disco clubs of Detroit. "I'm ok with growing older and I'm not trying to relive anything," said Daniels, a surgical assistant from Inkster, Mich. "I'm just pretty happy where I'm at." Daniels and his wife, Deborah, recently bought a 2006 Ford Five Hundred and love it. "I've been driving Fords for a long time -- a good 30 years," he said. "I like my cars to be loaded, and have things like leather and heated seats. And I like a good sound system, which the Five Hundred has." The Ford Five Hundred is attracting Baby Boomers and their "Lust-for-Life. For more information, go to Fordvehicles.com. How Boomers Defy Marketing Expections A Merrill Lynch & Co. survey printed in a recent Business Week article found: 52 percent of boomers say they're willing to change brands - contradicting typical buying decisions for the age group. 80 percent say they will continue to work past 60, again, defying traditional views. Not all boomers want to be young again -- gray hair and wrinkles are ok. Wellness and living a healthy lifestyle is a major concern, many taking part in recreation, sports and other activities. They aren't sitting in rocking chairs on a porch somewhere. The Ford Five Hundred seems to have hit the bull's-eye with boomers. Sales data shows the full-size sedan is quietly winning over aging middle-income, as well as younger, buyers. The average age of a Five Hundred buyer is 56 years, in line with its key competitors. "Aging boomers form a tremendous customer base for this vehicle, and those who have driven the Five Hundred are just in love with it," said Mike Herniak, Ford Marketing group brand manager. Baby boomers -- those born between about 1946 and 1964 -- have been a darling for marketers over the years. But as they ease into their golden years -- more than half are 50 or older -- marketers are a bit puzzled at how to engage this diverse group. And there's a lot at stake. At 77 million strong in the U.S. alone, boomers are a consumer force to be reckoned with. "They by far are the most affluent and spend-worthy generation in the history of mankind," said Bernacchi. An AutoPacific survey released in January found the average American household purchases 13 cars over a lifetime -- and seven of those are purchased after the head of the household turns 50. Yet only about 10 percent of advertising money is aimed at consumers 50 or older, according to AutoPacific. As part of its Way Forward plan, Ford is taking a slightly different approach to baby boomers, which targets those who lust for life, not just a particular demographic cohort. "We are trying to focus on our customers more than just the simple demographic," said John Felice, general marketing manager, Ford Division. "Take the Ford Division brand. Our target customer is Lust for Life. So, rather than just saying we are targeting baby boomers, what we are specifically targeting the Lust-for-Life customer. They share an on-the-go spirit and believe life is to be lived boldly. "They are confident in who they are and try new and better things to improve their lives. This is a long way from simply targeting an age group." For example, as part of the recently launched BOLDMOVES marketing platform, Ford will demonstrate how our product meets the needs of the lust for life customer, which will include the baby boomer. "I think you'll find our new advertising will connect with the baby boomer demographic," said Felice. "We are connecting emotionally by tapping into the shared attitudes and values of our Lust for Life target." Source : Ford Motor Company.   By Michael J. Ureel Ford Communic Date 09-09-2006 Print this news| Send to a friend Your advertisement here